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Mercia Electrical is a UK-based electrical contractor specialising in solar PV, EV charger installations, and sustainable energy solutions for both homes and businesses. Founded in 2020, they’re NICEIC and CHAS accredited, with a strong focus on safety, compliance, and greener technologies. Known for reliability and customer satisfaction, they deliver end-to-end services from design to installation and maintenance.
The Background
Launched in 2020, primarily as an EV-focused business, East Midlands-based Mercia Electrical immediately began using FLG to help build a customer base from scratch.
Following a strategic decision to pivot to solar energy and having gained MCS certification, which enabled Mercia Electrical to carry out solar panel installations on domestic properties, FLG was called upon to help build, maintain, and grow their own in-house customer base.
Having re-signed with FLG in 2024 with a clear target of removing all manual work from their workflows, FLG began building a platform for Mercia that would help them to achieve their strategic business goals.
“Mercia Electrical had already fully embraced the potential of CRM when they began working with us in 2020. However, when they decided to build their own in-house customer base, in tandem with focusing on a new market, they realised that they needed more than basic workflows. Our team got to work on creating a comprehensive CRM platform that would meet all of Mercia Electrical’s requirements and help them deliver strategic growth“.
Ava Dwyer, Projects & Implementations Manager at FLG
The Solution
FLG refreshed all of Mercia Electrical’s workflows to enable automated communication with all of their customers. Now, as soon as Mercia Electrical receives a lead, it immediately enters FLG’s platform and is automatically assigned a sales representative. Texts and emails are then automatically sent from the sales representative to the prospective customer, advising them that they will be in touch.
The new system also includes a built-in journey map, which is a questionnaire that Mercia Electrical issues to the new lead if a member of the team is unable to reach them by phone. From this questionnaire, the team can build an accurate quote.
Additionally, via FLG’s automated tasks functionality, a task list is instantly created for each sales representative to work from. As a result, reminders to call customers, prompts on when to send a quote, and call-back cues are all laid out for the user to follow, reducing time associated with each representative having to set out individual outreach plans themselves.
Additional features made possible through the FLG platform include: the ability to schedule a customer call via a simple link; an install tracker that enables the team to track every installation’s progress; post-install messaging, which helps to ascertain each customer’s satisfaction levels and improve customer service; customer review prompts, and the ability for Mercia Electrical to execute its referral scheme (a £200 friends and family cashback programme).
The Result
Since using the FLG platform, Mercia Electrical has:
- Increased lead-to-sale conversion rates by 36 per cent
- Reduced sale-to-completed installation times by 15 per cent, significantly reducing planning time
- Reduced weekly administration time by 46 per cent
- Increased its positive reviews on Google Reviews and Trustpilot by 233 per cent
- Doubled customer referrals
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The FLG platform has been transformative. If it were taken away now, we’d significantly increase the time we spend on administration, it would be difficult to track customers and establish where they are in the sales journey, and we certainly wouldn’t see as many positive reviews coming in. The FLG team is great, their handover is excellent, and they always communicate what’s coming up in the future. More importantly, there are no generic numbers and emails – we have a dedicated account manager who always picks up the phone.”
Carly Baldock, Operations Manager at Mercia Electrical